Apple Airs 'Huge' And 'Camera' iPhone Ads

23 September 2014

9to5Mac:

Apple has started airing two new iPhone 6 ads starring the duo of Jimmy Fallon and Justin Timberlake. Tim Cook unveiled two ads starring the pair during the iPhone 6 announcement earlier this month with ads that focused on the Health application and size of the phone.

The new ads, dubbed “Huge” and “Camera” started hitting airwaves tonight and focus once again on the size of the display and the upgraded cameras with enhanced image stabilization, slow-motion and time-lapse capabilities.

The idea of these ads is clever, but I don’t think they have been executed very well. Camera is decent, but Huge is cringe-worthy. Timberlake’s repetition of “It’s huge!” comes across as an insult. On top of that, these ads don’t scale well geographically. The ad requires you to recognise who is speaking.1 You couldn’t play the same ad in the UK, for instance. Nobody knows who Jimmy Fallon is over here.

1 Which made the prolonged silence when Cook asked ‘Do you know who they are?’ at the iPhone event even more awkward.